Marriott launches ‘Golden Rule’ campaign

Marriott International has debuted a new advertising campaign that seriously updates its brand marketing. The company’s new advertisements – collectively called ‘Golden Rule’ – focus on its four “classic select” brands: Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites. Together, these brands make up more than one-third of Marriott’s 30-brand portfolio. So it’s imperative that the company gets it right.

Check out the first spot from Marriott’s new campaign below

The ‘Golden Rule’ campaign will be Marriott’s first primetime television debut for its “classic select” brands, with the exception of Courtyard by Marriott. As well as the ‘Human’ advertisement above, the company has produced a range of 30-second ads that highlight true stories of Marriott employees putting the ‘Golden Rule’ into action.

The two-fold message is clear: Marriott’s staff thinks about you, so you will have the best experience possible. And Marriott is a diverse brand – welcoming to people of all races, sexualities, and more. The company will no doubt hope that this last point makes a dual impact, both encouraging minorities to patronize the company’s properties, and attracting Millennial and liberal consumers with whom the message should resonate.

Marriott’s senior vice president of Global Brand Marketing, Paige Francis, said in a statement:

"With these four brands comprising a third of Marriott’s portfolio, we use our powerhouse status to celebrate human connections, whether it’s in Seattle or Singapore. Beyond a campaign, this illustrates that the hospitality we deliver at these four brands can serve as a guiding principle of how all people should treat each other."

Disclosure

Dominion holds Marriott International in its Global Trends Luxury Fund.

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